I recently saw a commercial for Ace Hardware touting that they sell Benjamin Moore paint. But, the image of the their building stopped me from paying attention to paint:
This does not look like any Ace Hardware building I have seen before. Instead, it looks like it used to be either a Walgreens or CVS. The building structure says chain drugstore: dual automatic doors at the front, the angled entryway, the high windows on the sides. The few glimpses of the inside in the commercial look similar to a drugstore (even if it is hard to imagine paint at the front of a Walgreens.)
Did Ace take over a former drug store building and then use it in the commercial? Or, is this a backlot creation? I found a Florida Ace commercial that features the same structure in the beginning.
Brands have a whole set of items that go with them: a logo, a jingle, a slogan, colors, and buildings. The buildings might get less attention – they are not in radio commercials, they do not often feature in print ads, and videos may or may not included interior and exterior shots – but they matter for the brand and the experience. I imagine many American consumers could drive by empty malls, strip malls, and shopping areas and identify the stores that used to be in the building without any signs or lettering present. Many of them have a similar look across the United States, even if they occasionally try to “fit in” with local styles, meet local guidelines, or embody more uniqueness.
A recent ad from Ring shows the kind acts neighbors can perform for each other and visitors. The moments range from dropping off misdelivered mail to warning about a fire to capturing footage of someone shoveling a front sidewalk to a resident leaving out snacks for delivery drivers. All of this looks good…And yet: do people install video doorbells because they want to capture good deeds? Or, are they more likely motivated by fear and safety concerns?
I have written about the new possibilities for suburban neighborhoods: homeowners with video doorbells can work as an ever watching surveillance force. And the footage can be shared with police! And no one has to answer the door! But, all of these share motivations: this is about fear, not about neighborliness. Even looking out for others in the neighborhood via the camera is about fighting against crime, disorder, and threats.
On the whole, I would guess video cameras will not increase the number of good needs and neighborliness. American communities need more face-to-face interaction, not monitoring via cameras or online discussions through platforms like NextDoor or messages through yard signs. The commercial is a worthy attempt by Ring to bring a positive message regarding the doorbell camera but hides more of what is really going on.
During the Super Bowl, Walmart ran an ad titled “United Towns.” From roughly 0:10-0:12, there is a a shot of Wheaton, Illinois looking south on Main Street. Here is the view:
Four things of note from this short appearance of Wheaton in a national ad:
- As a number of Wheaton residents noted online, there is no Walmart in Wheaton. This is true but it obscures the larger story. One, how many Wheaton residents shop at Walmart (there are two within several miles of the town’s borders) as opposed to other big box stores (such as the Target in Wheaton or the several within a few miles)? Or, how many Walmart employees live in Wheaton? Two, there may be reasons Wheaton has no Walmart: it might not have wanted one. The busy stretch along Roosevelt Road is carefully controlled by the city – no big box stores. The largest shopping area, Danada, does not have any big box stores (though it now has three sizable grocery stores). Wheaton had one of the first Target stores in the area but it is located right on the edge of town and a proposed Home Depot across the street did not get approval and is now just past Wheaton’s northern border.
- The image captures a feature of Wheaton life: the passing of trains through the downtown and the community. Without the train line, there is no Wheaton (at least the one officially founded in the 1850s). The train may be a fact of life in Wheaton and numerous other American communities but it is not necessarily a welcome one since these trains can delay traffic.
- The ad on the whole promotes the ideas of small towns and community life. There are lots of shots of houses and older downtown buildings. But, is Walmart both a rural/small town as well as a suburban phenomenon? Without suburban stores – meaning Walmart locations along main roads, within sprawl, and dependent on driving – Walmart is not the company it is today. Like many Americans, Walmart might promote the ideal of small towns but not really live in that world.
- Connected to #3, the shot of a cute or quaint suburban downtown is an interesting contrast to the effect of Walmart in the American economy plus the larger changes in which they participated. Wheaton’s downtown is in okay shape but imagine what it could be without big box stores. More broadly, downtowns across the country pursued different options to counter the changes in retail and shopping in the postwar era (starting with shopping malls and strip malls and later extending to big box stores).
In a new iteration of the Peytonville commercials from Nationwide, Peyton is in the big city that loomed at the edge of his region:
This is one broad avenue with at least four lanes of traffic and it looks like there are bike lanes on each side. There are plenty of trees on wide sidewalks. The buildings are not that tall and are setback a ways. They primarily look like newer structures – glass facades – with some older buildings (or at least structures clad with bricks).
Is this a typical American big city? This view looks like either a sprawling city found in the Sunbelt or a smaller big city in the Midwest.
Is this meant to be an inviting image? My first thought is that this is a city built for cars and not people or pedestrians. With such wide streets, the scale is slightly off (even though the sizes of the buildings showed here do not overwhelm the streetscape). For example, crossing the street at this traffic light would take some time.
I wonder what kind of urbanism Peyton Manning prefers. Would he prefer a college town? A mid-sized big city like he played in during his NFL career?
The new Peytonville commercial from Nationwide includes shots of a football stadium on a college campus:
From exterior appearances, this might be the fanciest stadium in college football. Yesterday, I wondered if people would more likely place Peyton Manning in his college days or in his long NFL days. The stadium in this commercial is an NFL stadium with its shiny exterior, almost complete roof, and scale. This stadium does not fit on the traditional looking college campus featured earlier in the commercial; this stadium belongs among the gleaming offices and condos in an urban center.
Is this a hidden prediction about where college stadiums will go next? Imagine JerryWorld in Texas but instead for Alabama football or Michigan football. Would the big football schools realize some extra revenue or value in being the first stadium to mimic the big pro stadiums?
A new Peytonville commercial from Nationwide is on television. This one focuses on the college campus:
For all of the big images from the first commercial – the wide shots of a metropolitan region – the focus here is on a traditional looking college campus. In the image above, there is the impressive brick building, likely home to administrative offices. There is the gate marking the main entrance. Students and other people are walking and biking in and around campus. The lawns are well-manicured, the sidewalks wide.
And lurking in the back left is the football stadium. I should have known that with Peyton Manning in the commercials that the emphasis would not remain solely on small town life outside the big city. In the wide shots from the original commercial, it appears the college campus is on the top left:
The campus is a good distance away from downtown and might even exist on its own platform.
One concern: do viewers associate Peyton Manning more with college football or pro football? He had successful years at Tennessee. But, he really stood out in the professional ranks where he won two Super Bowls, one season MVP, went to the Pro Bowl numerous times, and set multiple passing records. Peyton is on campus in the commercial but wouldn’t he be better set outside of the Colts stadium in downtown Indianapolis or the Broncos stadium in Denver? Such a scene would not lend itself to the green, bucolic college campus.
The Nationwide commercial featuring Peyton Manning and Peytonville also includes broad shots of his layout. Here it is again:
While the close-up shows a small town (emphasis on single-family homes and a water tower), the big layout gives a different impression: Peytonville is actually part of a large metropolitan region with at least a few different areas. Here are a few of the things I can see:
1. At the top right, there is a typical urban downtown complete with skyscrapers and office buildings. What is the name of the central city – Peyton City?
2. At the top left, there appears to be a large domed football stadium. This seems appropriate given the star of the commercial.
3. The far left has wind turbines. These are usually located away from residential areas.
4. The bottom left is mostly single-family homes. This is likely where the Peytonville water tower is.
5. Located between the single-family homes and the urban center are mid-rise apartment and office buildings.
6. The bottom right has at least one farm. The food has to come from soemwhere.
Is the implication that when Peyton Manning has all the time and resources to create the landscape of his dreams, he recreates a typical looking sprawing American metropolitan region?
A recent Nationwide commercial has former NFL star Peyton Manning walking within Peytonville, a town set up on a large layout in a warehouse:
What makes attending such layouts attractive to people? Three quick guesses:
- The ability to craft and build an entire community. In real life, no one person could do this on their own. Even a fabulously wealthy person would likely have to rely on a lot of help – think construction workers and others – to put a community together. This sort of layout is possible with a lot of time, materials, and skill (particularly given the size of it all).
- The birds-eye/God-like view (and control in #1) possible with such a layout. It is one thing to walk within an interesting place; it is another to consider it from above.
- The chance to attach one’s name to a community. This is an honor often given to a founder or a prominent early member of the community. If you control the construction and have a birds-eye view, you can add your own name to it all. The community in the commercial is Peytonville but it could be Peytonton, Peyton Corner, Peyton Park, and other variations.
It would take a long time to put this together but it could be very fun to maintain, play with, and show off to others.
The Department of Housing and Urban Development and the ACLU are going after discriminatory online housing listings:
The U.S. Department of Housing and Urban Development filed charges against social media giant Facebook on Thursday, alleging that its advertising platform violates the Fair Housing Act by allowing lenders and realtors to target Facebook users on the basis of race, gender, religion, familial status, disability, and national origin.
“Facebook is discriminating against people based upon who they are and where they live,” said HUD Secretary Ben Carson in a statement. “Using a computer to limit a person’s housing choices can be just as discriminatory as slamming a door in someone’s face.”
According to Axios, HUD and Facebook were close to a settlement. Citing anonymous sources, the Axios report says the decision to file charges could be motivated by a desire to appear on the offensive on housing discrimination prior to Carson’s meetings with lawmakers on Capitol Hill next week.
The charges are somewhat surprising as Facebook just settled five similar cases with the American Civil Liberties Union (ACLU) last week. Under the settlement, the company agreed to create a separate advertising portal for real estate listings where advertisers’ options for targeting are limited. Facebook also settled a housing discrimination case with the state of Washington last summer.
The features that make online advertising so attractive – the ability to target particular consumers rather than addressing larger populations – do not work so well in the real estate field where housing is supposed to be available to all.
This reminds me of the conclusion of American Apartheid where the sociologists suggest the necessary rules are in place to combat housing issues but the political will is lacking. If the online realm is now indeed where a lot of housing is rented or sold, then discrimination in online listings needs to be addressed when it does occur.
Add these online occurrences to the ongoing findings of audit tests suggesting differential treatment and there is likely plenty of housing discrimination still to battle. While the 1968 Housing Act banned discrimination on the basis of “refusal to sell or rent a dwelling to any person because of his race, color, religion, or national origin,” many American communities – including the suburbs on the basis of race and class – are what they are today because of exclusion.
Suburban businesses can use odd geographic markers to describe their own location. One building material company in the Chicago area regularly runs radio ads with this description of their location: five miles east of Oak Brook in Broadview. Why might they do it this way?
- Compared to Broadview, Oak Brook is a more known location.
- Oak Brook has a large shopping area with a mall and all sorts of restaurants and other businesses nearby. People already out shopping may be willing to drive a bit further.
- Oak Brook is a higher status community with more wealth. Also, Broadview is majority black and Oak Brook is majority white.
- They are trying to reach wealthier suburban customers. This is why they do not say they are roughly 14-15 miles from the center of the Loop.
All in all, the Broadview location is about 10 minutes east of Oak Brook. That is not a long drive for suburbanites who may be willing to drive all over the place for good deals. And the advertising strategy may have some effectiveness as the business keeps using it. Still, it strikes me as a bit odd to downplay their own location in favor of a suburb five miles away…